This document summarizes strategies for monetizing mobile apps and services. It discusses reaching mobile consumers, various monetization models including paid apps and ads, promoting apps through search, display, and in-app ads. Opportunities for mobile developers include monetizing their own apps, helping brands develop mobile offerings, and working with marketing agencies on mobile projects.

1. "Bring home the bacon"
How to monetize your apps & mobile
services
Jussi Luhtasela, Industry Manager (Technology),
Google Finland
jussil@google.com

2. Agenda
1. The Mobile Consumer
2. Monetizing your mobile ideas
3. Promoting your mobile services
4. Opportunities for mobile developers

3. The time for mobile is now

4. 1. The Mobile Consumer
The more advanced devices Finnish
consumers are using....
Source: TNS 2012, www.ourmobileplanet.com

5. 1. The Mobile Consumer
...more mobile searches they are doing
+138 % Growth of mobile queries Q1'2012 (YoY)
+101 % Average growth of mobile queries
2008-30.3.2012 (CAGR)
Source: Google

6. 1. The Mobile Consumer
With mobile, you reach people when they are not
at their computers
Source: Google

7. 1. The Mobile Consumer
Few more stats about mobile consumers...
76% of phones sold in Finland in 2011 were smartphones
58% of use their
41% use their smartphone smartphones in stores
while watching TV
What do people do with their smartphones?
24% have purchased
something with their 16% have changed their
smartphone mind in store after doing an
39% of have done smartphone search
product searches on their
phones
Much more data about smartphone usage in
Finland and other markets:
Source: Google, www.
www.ourmobileplanet.com ourmobileplanet.com

8. 2. Monetizing your mobile ideas
1. Develop your killer idea:
○ Bring functioning online service to mobile (examples: eat.fi,
reittiopas / Andropas etc.)
○ new way of doing things, utilizing the specifics of mobile
(examples Shazam, Instagram, Layar etc.)
○ Mobile specific (games, other utility apps)
○ and so forth....
2. Figure out your revenue model
○ Subscription model
○ Free download - ad funded (Admob, other networks) - video
on next slide
○ App-market purchase
i. one-time
ii. multiple / purchase add-ons
3. Secure funding
4. Promote your service
○ Earned media
○ Bought media

9. 2. Monetizing your mobile ideas

10. 3. Promoting your mobile services
Purchases / visits /
subscriptions on your
mobile site
Earned media
Bought media
Your website /
blogs
ffic Traf
Tra fic
Mobile search
advertising Your social media
presence
Mobile display Tra Videos
fic
advertising
ffic Traf (reviews,
demos etc.)
In-app Reviews on app
advertising stores
Downloads for your
app
Analyse results & continuous optimise
across all media channels & ad-formats

11. 3. Promoting your mobile services
The evolution of Mobile Search Ads
2012

12. 3. Promoting your mobile services
Click-to-download ads
Allow users to download your app after searching on Google
Promote downloads of your app
on Google Search. Users
searching for relevant queries can
be directed to your download your
app in the iTunes App Store or
Android Marketplace via Click-to-
download ads.
We will automatically find and display the app
icon registered in the iTunes App Store or
Android Marketplace!

13. 3. Promoting your mobile services
Beta: Mobile App Extension
Shortens conversion cycles by bringing searchers directly inside an app
A consumer can
access their app from
the search page, and
visit the exact product
page within an app
Users without the app
are directed to the
download page
From the ad, a user can be directed
to a relevant page within an app

14. 3. Promoting your mobile services
Ads on tablet devices

15. 3. Promoting your mobile services
Media ads for Tablets
Create rich media ad experiences on search
Media Ads offer a new, immersive watch experience for movie, TV
and gaming advertisers to showcase their latest trailers.

16. 3. Promoting your mobile services
Mobile Display Ads Click-to-call
Click to Call Location Extensions
Text /Display Ads
(CPC) (CPC/CPM)
(CPC/CPM)
Click to Download Hyperlocal Offer Ads (beta)
(CPC/CPM) (CPC/CPM) (CPC/CPM)

17. 3. Promoting your mobile services
Admob - In-app advertising
AdMob : What and Why?
● AdMob is one of the largest networks of mobile applications and sites in the
world. It covers over 100,000 apps and sites globally, across 150 countries.
● AdMob presents advertisers with the opportunity to reach and interact with
customers on the mobile web by placing ads within its network of apps and
sites.
● AdMob offers a wide range of ad formats and targeting options, allowing
businesses to target with specific types of consumers, and connect with them
in an engaging way.
● AdMob could be used as part of a solution to a number of advertisers’
needs. Our top four recommended use cases for Admob are:
Drive footfall to store Video & rich media
App Promotion mCommerce through maps engagement

18. 3. Promoting your mobile services
Admob - In-app advertising
Over 20 million Impressions Over 2 billion Impressions
per day in the Nordics* per day in 230 countries
Finland: 300k unique users

19. 3. Promoting your mobile services
Targeting options
Targeting parameters allow advertisers to target users based upon a number of factors
Country Manufacturer
Carrier Platform
Device Traffic
Model

20. 3. Promoting your mobile services
Admob - In-app advertising

21. 3. Promoting your mobile services
Why AdMob for app promotion
● Consumer discovery is difficult
● 500k+ apps in the Apple App
Store
● 300k+ apps in the Android
Market
● 90% of app discovery happens
through browsing top ranked apps
● Your goal is to get your app ranked
high so consumers can find them
● AdMob has executed 100s of
successful app promotion
campaigns for both iOS and Android
apps

22. 3. Promoting your mobile services
Purchases / visits /
subscriptions on your
mobile site
Earned media
Bought media
Your website /
blogs
ffic Traf
Tra fic
Mobile search
advertising Your social media
presence
Mobile display Tra Videos
fic
advertising
ffic Traf (reviews,
demos etc.)
In-app Reviews on app
advertising stores
Downloads for your
app
Analyse results & continuous optimise
across all media channels & ad-formats

23. 4. Opportunities for mobile developers
Good mobile website & app developers are truly needed in many areas:
1. Monetize your killer app / mobile web service
2. Help established brands in getting their offering mobile (as an
employee, contractor, freelancer...)
○ Functional apps / services (banking, mCommerce, apps
supporting in-store mobile research etc.)
○ Pure mobile services (Elisa Kirja, Fonecta Caller etc.)
○ Mobile web-page development
3. Marketing & digital agencies need skills to develop marketing
apps / services
○ Examples: Fonecta's Ruisrock app, Elisa Kotikisa app,
World Design Capital app etc.)
○ Create Admob rich media ads for agencies / advertisers

24. Thanks
Jussi Luhtasela, Industry Manager (Technology),
Google Finland
jussil@google.com
Find me @ Google+

25. Appendix 1. Admob formats

26. spotlight showcase
callout features of your product with interactive spotlights
Google confidential

27. spotlight showcase
callout features of your product with interactive spotlights
Google confidential

28. 360° showcase
allow consumers to rotate and visualize your product
Google confidential

29. 360° showcase
allow consumers to rotate and visualize your product
Google confidential

30. swipable gallery
showcase multiple products in an interactive manner
Google confidential

31. swipable gallery
showcase multiple products in an interactive manner
Google confidential

32. catalog gallery
let consumers browse an interactive catalog of your products
Google confidential

33. catalog gallery
let consumers browse an interactive catalog of your products
Google confidential

34. scatter gallery
give consumers playful free-form interaction with products
Google confidential

35. scatter gallery
give consumers playful free-form interaction with products
Google confidential

36. stack gallery
invite consumers to sort though an interactive stack of products
Google confidential

37. stack gallery
invite consumers to sort though an interactive stack of products
Google confidential

38. slideshow
highlight your products across dynamic slideshow animations
Google confidential

39. slideshow
highlight your products across dynamic slideshow animations
Google confidential

40. slideshow banner
highlight your products across dynamic slideshow animations
Google confidential

41. slideshow banner
highlight your products across dynamic slideshow animations
Google confidential

42. locator ad with map
wrap your branding around Google Maps to drive foot traffic
Google confidential

43. locator ad with map
wrap your branding around Google Maps to drive foot traffic
Google confidential